The electronics retailer will close the dixons.co.uk website tomorrow (9 October) after six years of trading online. The brand, however, will live on through Dixons Travel stores in airports for now.
Dixons will switch its focus on the developing the multichannel proposition, such as its reserve and collect function, for its Currys and PC World brands.
It marks the latest attempt by Dixons Retail to future-proof its offering in the face of growing competition from online retailers such as Amazon and eBay. The business announced a partnership with US bookseller Barnes & Noble earlier this year to sell its books across its stores. In February, Dixons moved into the VOD space with the launch of Knowhow movies, a non-subscription based film-streaming service.
Dixons Retail last month reported a 7 per cent jump in like-for-like sales in the first quarter in the UK and Ireland while multi-channels rose 48 per cent during the same period. Despite the gains, online sales through e-commerce company Pixmania, which the company acquired a controlling stake in August, and dixons.co.uk have been steadily declining.